Online loyalty scheme Maximiles has been slammed by the ad watchdog after it ran a “distressing” personalised email campaign to promote Macmillan, under the strapline: “Living with cancer, you don’t have to go through it alone.”
The header of the email stated the recipient’s first name and current balance of points. Further text stated “Collect 5 points when you click through to find out more about Macmillan”. The ad included a testimonial from a cancer sufferer.
But one complainant objected that the subject line was offensive and distressing.
In response Maximiles, which works with many of the UK’s top brands, said the use of members’ first names in the subject line was common practice within all their marketing communications but believed it had been dealt with in a tactful, compassionate way. Macmillan said it had approved the strategy.
But the Advertising Standards Authority considered the use of the recipient’s name in conjunction with the claim “Living with cancer? You don’t have to go through it alone” personalised a distressing subject and was therefore likely to cause excessive distress and serious or widespread offence.
It ruled the ad must not appear again in its current form and told Maximiles and Macmillan to ensure future ads did not cause fear or distress without justifiable reason.
